Friendly’s, a dining chain known for ice cream desserts and burgers, has seen a significant reduction in locations. Originally at 850, fewer than 100 restaurants remain in 11 states. The journey began in 1935 when brothers Prestley and Curtis Blake opened an ice cream shop named ‘Friendly’ in Springfield, Massachusetts, during the Great Depression. Double-dip cones sold for 5 cents.
In 1940, the Blakes expanded to a second location and introduced food items like hamburgers. By 1951, there were 10 restaurants in Massachusetts and Connecticut. The brand grew to 500 locations by 1974 across the Northeast and Mid-Atlantic regions. Friendly’s became known for its family-friendly atmosphere and ice cream desserts.
“Over the last two years, Friendly’s has made important strides toward reinvigorating our beloved brand,” said George Michel, former CEO of Friendly’s, in 2020.
Friendly’s turned 90 years old in 2025. The company added new menu items, began selling ice cream in supermarkets, and set a Guinness World Record for the largest sundae in 1980. The name changed to Friendly’s in 1989. The company changed ownership several times and filed for bankruptcy twice.
Hershey’s bought Friendly’s in 1979 and sold it to Tennessee Restaurant Company in 1988. By the mid-1990s, there were approximately 850 restaurants. The company first filed for bankruptcy in 2011, and again in November 2020. Friendly’s faced challenges such as shifting demographics and rising costs, compounded by COVID-19.
In 2021, Amici Partners Group, LLC acquired the company, aiming to rejuvenate the then 130-store chain. Currently, 87 Friendly’s locations remain, mostly in 11 Eastern states, with 25% in Massachusetts. Some locations appeared outdated and unable to keep pace with modern trends, as noted by Barbara E. Kahn from the University of Pennsylvania’s Wharton School.
Kahn highlighted that Friendly’s has “positive DNA” with potential to revive by leveraging nostalgia, though it must also adapt to changing consumer preferences. Adding non-meat items and healthy options like grains and salads could attract new customers. Familiar brands like McDonald’s have succeeded by adapting over time.
Friendly’s continues to hold a place in family dining, remembered for its ice cream and enjoyable environment. Nostalgia can play a key role in attracting customers while updating to meet current tastes.
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